A Relationship Strategy Perspective on Relationship Portfolios: Linking Customer Profitability, Commitment, and Growth Potential to Relationship Strategy

Thomas Ritter, Henrik Andersen

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    Abstrakt

    The paper develops a three-dimensional portfolio model for business relationships which distinguishes among six different categories. Based on assessments of customer profitability, customer commitment, and growth potential, the positioning of a given customer relationship in the portfolio allows managers to determine appropriate customer relationship strategies and appropriate performance indicators. Results from applying the portfolio model are reported and managerial implications and future research are discussed.
    OriginalsprogEngelsk
    TidsskriftIndustrial Marketing Management
    Vol/bind43
    Udgave nummer6
    Sider (fra-til)1005-1011
    ISSN0019-8501
    DOI
    StatusUdgivet - 2014

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